Handset manufacturer follows competitors in investment in mobile analytics space.
Nokia has agreed to acquire mobile analytics firm Motally for an undisclosed fee. Motally's technology offers in-app tracking and reporting services across Apple and RIM devices and those running Google's Android OS, but not currently those manufactured by Nokia.
In a release, Nokia said little about its plans for the company, besides that it intends to adapt its technology to function on its own devices. "The acquisition underpins Nokia's drive to deliver in-application and mobile Web browsing analytics to Ovi's growing, global eco-system of developers and publishers, enabling partners to better connect with their customers and optimize and monetize their offering," said Marco Argenti, VP media for Nokia.
As well as providing developers with insights into their audiences, analytics platforms such as Motally's are central to ad sales and monetization efforts. Nokia rivals Apple and Google have made major investments in the mobile advertising space in the past year, and both acquired analytics capabilities with their acquisitions of Quattro and AdMob, respectively. Nokia's other major handset rival RIM has also been linked with a purchase of mobile ad network Millennial Media, which offers an analytics product of its own.
Ironically, Nokia was ahead of the mobile advertising curve when it acquired Enpocket in 2007. At the time, the company's director of ad services Tom Henriksson said it saw mobile advertising as a fast growing market, but it soon scaled back its aspirations following a lack of substantial advertiser interest.
Since Google's acquisition of AdMob and the launch of Apple's iAd, however, advertiser interest has accelerated drastically, and Nokia appears to be lagging. Its advertising services site is not currently live, and neither is Enpocket's.
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!
Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.